WPP Group's J. Walter Thompson, New York, previously handled the account. The business went into review in February. Diageo spent $10 million in measured media on the gin brand in 2003, according to TNS Media Intelligence/CMR.

"The team at Grey demonstrated a clear understanding of Tanqueray as a brand and showed us some potentially very exciting creative executions," said Jane Smith, Diageo vice president and group products director of white spirits.